Despite their multibillion-dollar fortune, Anders Holch Povlsen and Anne Storm-Pedersen were determined to give their four beloved children as normal a life as possible.

Unlike many other rich-listers, the ASOS boss and his wife rarely showed off their privilege or details of their personal lives on social media, and made a point of living a surprisingly humble lifestyle, even with a Forbes-estimated $7.9 billion net worth.

But tragically, the notoriously private family has now been thrust into the global spotlight after three of their four children were killed in the devastating Sri Lanka attacks.

WHO IS ANDERS HOLCH POVLSEN?

Little is known about Mr Povlsen’s childhood, although his parents Troels Holch Povlsen and Merete Bech Povlsen founded a small fashion company, Bestseller, back in 1975.

The company took off and, at the age of just 28, their son took over.

Today, he is still the CEO and sole owner of the family business as well as ASOS’s largest shareholder.

As his wealth grew, so did his property portfolio and Mr Povlsen, now 46, owns more than one per cent of all the land in Scotland, including 11 castles.

But according to UK tabloid The Mirror, Mr Povlsen and his wife wanted to give their children Alma, Astrid, Agnes and Alfred a down-to-earth childhood.

The couple decided to ditch fancy private schools, instead enrolling the children in the public system.

They also forgo luxury vehicles in favour of a “battered” old Volkswagen, and taught their children to share their passion for environmental causes.

The parents seemed to shun the spotlight and rarely took part in media interviews, with Ms Storm-Pedersen’s Instagram account set to private, while eldest daughter Alma’s account features just 28 photos.

The family were notoriously private. Picture: Instagram @almashpovlsenSource:Instagram

Most of those capture tender family moments, although few show her sibling’s faces clearly, indicating she shared her parents’ commitment to privacy.

Alma Storm Holch Povlsen’s social media account offers a heartbreaking insight into the close-knit family, who had been enjoying an Easter holiday in the troubled South Asian nation before terrorists struck.

Just three days before the attacks, she shared an Instagram photo of her siblings Astrid, Agnes and Alfred — calling them “three little bears” — in front of a swimming pool lined by palm trees.

Another recent happy snap showed a young blond child posing on what appears to be a boat, while another poignant picture showed three of the four Povlsen children gazing out of an apartment window.

Tributes have begun to be posted on that account, with people from across the globe sharing their condolences.

“My heart breaks for your family, and everyone who has lost someone close to them in this unspeakable tragedy,” one Instagram user wrote, while another added: “I am deeply saddened by the loss of these beautiful children and those many innocent victims by these horrible attacks in Sri Lanka during the time when Christians are celebrating Easter!”

Denmark’s Ministry of Foreign Affairs also confirmed three Danes were killed in the blasts.

A spokesman for Mr Povlsen also released a statement, which read: “Unfortunately, we can confirm that (the deaths of the three children in Sri Lanka). We ask you to respect privacy, and we therefore have no further comment.”

Following the attacks in Sri Lanka, Denmark’s Prime Minister, Lars Lokke Rasmussen, said he was filled with pain and sorrow and all of Denmark stood united with those families who had lost their loved ones.

“I can only condemn these disgusting terror actions, which are based on a grotesque view of humanity,” he said in a press release.

“Our fears that there are Danes among the victims have regrettably been confirmed.”